Driving new sales leads with ABM

Client: KBR

Type: Account-Based Marketing Campaign

Background

KBR is a global provider of comprehensive solutions for aerospace and defence, energy and chemicals, intel and data science, and federal and civilian markets. Because the company’s integral solutions offering was underperforming, KBR wanted to reposition and more effectively brand the Technologies division, both internally and in the overall marketplace.

 

Approach

We interviewed key stakeholders worldwide and identified their challenges and opportunities. After reassessing the overall product portfolio, we refocused and revamped messaging. We then developed a comprehensive set of collateral that included a new website section, localized content, brochures, statement of qualifications, and presentation and proposal systems in four languages. Phase Two includes an account-based marketing campaign focused on the Asia-Pacific geolocation that includes a series of client lunch-and-learn events.

Results

Clear, effective and consistent messaging across all communication channels resonates with clients and target personas, is generating interest and driving new sales leads. The Technologies division has been able to convert a significant number of those leads to customers.

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